363-0403-00L Introduction to Marketing
Semester | Autumn Semester 2016 |
Lecturers | F. von Wangenheim |
Periodicity | yearly recurring course |
Language of instruction | English |
Abstract | The course is designed to convey a profound understanding of marketing's role in modern firms, its interactions and interfaces with other disciplines, its main instruments and recent trends. Particular attention is given to emerging marketing concepts and instruments, and the role of marketing in technology firms. |
Objective | After taking the lecture, students should have knowledge on 1) The definition and role of marketing (marketing basics) 2) Creating marketing insights - understanding customer behavior - Theoretical concepts in customer behavior (customer behavior) - Analytical means to extend knowledge on customer behavior (marketing research) - Strategic tools to quantify customer behavior (CLV, CE) 3) Strategic marketing - translating marketing insights into into actionable marketing strategies - Segmentation, Targeting, and Positioning - Attracting customers (marketing mix, 4Ps) - Maintaining profitable customer relations (CRM) |
Content | The course is designed to convey a profound understanding of marketing's role in modern firms, its interactions and interfaces with other disciplines, its main instruments and recent trends. Particular attention is given to emerging marketing concepts and instruments, and the role of marketing in technology firms. The lecture features a short tutorial that is held at irregularly spaced intervals throughout the semester (approximately every third week). The tutorial is embedded within the lecture and consists of short sessions of about 30 minutes. It serves to illustrate theoretical and methodological concepts from the lecture by walking students through the analysis of real-world data from the telecommunications industry. The case data will be provided so that students practice and apply the concepts of the lecture on their own. The tutorial is held jointly by two Teaching Assistants (Zhiying Cui and Jana Gross) and the professor (Prof. F. v. Wangenheim). |
Literature | Kotler, P./Armstrong, G.: Principles of Marketing, 15th edition, Pearson 2012. Weekly readings, distributed in class (via Moodle) |